CCD TURNS 23, WINS INDIAN COFFEE HOUSE FRANCHISE

Tchibo, the second largest coffee roaster and coffee outlet in Europe, inspired V. G. Siddhartha from Karnataka to start the popular Cafe Coffee Day...

CCD TURNS 23, WINS INDIAN COFFEE HOUSE FRANCHISE

Tchibo, the second largest coffee roaster and coffee outlet in Europe, inspired V. G. Siddhartha from Karnataka to start the popular Cafe Coffee Day (CCD) chain. But it would not have happened without the Internet.

As of now, there are 1530 CCD outlets across 28 states of India. Abroad, Siddhartha's brand has its presence in Vienna, the Czech Republic, Malaysia, Egypt, and Nepal.

The quirky and engaging market positioning of CCD has enriched the Indian coffee experience, and turned CCD into a trending brand.

When Siddhartha opened his first CCD outlet on July 11, 1996, at Brigade Road, Bengaluru, he positioned it more as an internet cafe rather than a coffee place.These were the very early days of the Internet in India, and customers trooped into CCD to experience the Internet. Coffee was an add on.

Siddhartha virtually turned a technological need into a drink, modeling his social hub on cyber cafes abroad. But, instead of beer, he served coffee.The Internet was the bait for the brew.

That was how Café Coffee Day as a work and play place was born.

Recently, CCD won the franchise bid to run and expand the Coffee Board-owned Indian Coffee House, a nostalgic brand, across the country.

This proposed public-private model will add to the experience of the indigenous coffee enthusiast. It is a case of class blending with comfort and style. The coffee drinker wins again.